X Releases Guide to NFL Engagement and Opportunities

X (formerly Twitter) has released an official guide to maximise engagement and explore opportunities around the NFL during the football game season.

As the 2025-26 NFL season is only a few weeks away, X has published a new guide to NFL engagement in the app designed to help brands make the most of conversations about the NFL through the platform. 

The 13-page guide is packed with valuable information, details, and advertising strategies(you can download from here) to ensure campaigns are aligned with important NFL events throughout the season.

NFL: The Most Talked-About Sport on X

As per X analysts, the NFL is ranked as the most talked-about game on the platform, with millions of posts and billions of impressions. 

The sports genre, as a whole, remains the most talked-about topic on X, even with the app’s evident shift to political topics under Elon Musk’s management.

Importantly, X remains a central site for live events and established sports communities, fueled by the regular engagement of its users. Although some have argued that the importance of X’s culture has waned, its function as a destination of choice for fans of sports is undeniably significant, which makes it a must for brands that focus on sports.

Unique Reach Among Sports Audiences

X insists that its fan base of sports fans is unique, with many followers not engaged on other platforms of social media platforms. 

For example, the guide reveals that just 16% of sports fans are actively using Facebook. But, with Facebook’s more active number of users, this is likely to favor Facebook’s reach in terms of absolute numbers.

However, the conclusion is simple that NFL fans on X are extremely active and are constantly seeking out information that is related to their teams and their games.

That leads to more advertiser opportunities:

Via a range of NFL-related events:

NFL-Focused Features and Partnerships

To increase fan engagement, X has launched NFL Gameday Portal displays that provide easy user access to NFL content on the app. Furthermore, X secured a new content partnership with the NFL in June, which will enhance its ability to offer the latest and most relevant sports news.

The fervent NFL fascination with X offers a great chance for brands to reach this ardent fan base. Utilizing the information in the X’s guide will aid marketers in creating specific and timely campaigns that are a hit during football season.

The entire guide includes other information, like Super Bowl viewership statistics and second-screen engagement trends. It is an exhaustive guide to plan your campaign.

Key Takeaways

If you are a marketer looking to make the most of NFL fans on X, download the complete 2025-26 NFL season guide (available with an email registration), as it provides the best option to guide your seasonal and holiday promotions.